Eight minutes was all it took for us to craft a three-word response. No legal departments. No approvals. Our social media team has such a great amount of trust from our leadership that we can speak off the cuff through our brand voice and know that we have their support. It helps when we're clever, too.

Shortly after we sent the tweet out, I left the office for the afternoon for a Kansas City tech conference. Now, I've got AMC's Twitter account connected to my phone. I kept up with the feed during the conference and watched as our terrific followers began retweeting and retweeting and retweeting.

By the end of the night, the tweet had reached more than 200 retweets, which translates to a whole lot of reach in the world of Twitter. I was pretty proud of what I had done. I shared it on Facebook and went to bed thinking that was the end of it.

Then, it went nuts, getting picked up by a bunch of publications and being retweeted everywhere. It got a response from Oreo, too.

It's a perfect example of a big company doing social media right. But it does require a lot of trust. After all, for every positive instantly viral tweet sent out by a social media team, there are a bunch of negative ones that have the potential to wreak havoc on a brand.